Is Word-of-Mouth Advertising Over?
A recent GoDaddy survey reveals a significant shift in how younger consumers make purchasing decisions. For roofers and contractors, this could change how you approach marketing your services.
The survey, which involved 1,000 U.S. consumers, shows that Gen Z increasingly trusts influencer recommendations over traditional word-of-mouth from friends and family. Approximately 41% of Gen Z consumers prefer an influencer’s product endorsement, compared to only 40% who trust a friend’s recommendation. Millennials still value ads from businesses more than influencer posts, but the trend indicates a growing reliance on social media for product discovery.
Key Findings for the Roofing Industry:
Influencer Impact: 57% of Gen Z and 54% of Millennials are influenced by posts from businesses they follow on social media. This means roofers should consider partnerships with local influencers to promote their services.
Social Media Engagement: Both generations frequently rely on social media to discover new products, with 55% of Gen Z and 47% of Millennials reporting they use it regularly for product searches.
Advertising Effectiveness: A significant number of consumers (over half of both groups) take action after seeing ads on social media, highlighting the need for roofers to enhance their digital marketing strategies.
Action Steps for Roofers:
- Harness Social Media: Use platforms like Instagram and Facebook to showcase your roofing projects and engage with your audience.
- Partner with Influencers: Collaborate with local influencers to extend your reach and credibility.
- Invest in Digital Marketing Tools: Platforms like GoDaddy offer tools to create targeted ads and analyze your marketing efforts, helping you connect with potential customers effectively.
As consumer trust shifts towards influencers and social media, roofing contractors must adapt their marketing strategies to attract and retain clients in this evolving landscape.
